Ethical Marketing and Marketing Strategy

Document Type

Contribution to Book

Publication Date


Source Publication

Wiley International Encyclopedia of Marketing


This article begins with a definition of ethical marketing and its relationship to marketing strategy. In the body of this work, seven basic perspectives for the ethical practice of marketing are outlined. Each basic perspective is discussed with reference to the American Marketing Association Statement of Ethics as well as exemplary corporate policies and behaviors that can serve as illustrations of ethical marketing approaches.


"Ethical Marketing and Marketing Strategy" in Wiley International Encyclopedia of Marketing. Eds. Jagdish Sheth and Naresh Malhotra. Wiley, 2010. Publisher Link.